Alcohol industry braced for attack on price promotions

The drinks industry is bracing itself for a “damning report” on the way alcohol is promoted on price. The Sheffield University report is expected to present the first evidence linking cheap booze to binge drinking.

Its imminent release will follow the launch this summer of the Department of Health’s “Safe, Sensible, Social” consultation on alcohol strategy.

Drinks industry sources suggest, however, that unlike the Scottish Parliament, Westminster is not likely to propose a minimum price of alcohol per unit because it would be too difficult for politicians to see through in the current climate when “most households are struggling to pay their bills”.

The report is expected to point to price promotion being responsible for harmful drinking, but will also note that increasing the price of alcohol is unlikely to have a major impact on reducing the binge drinking culture. It is also expected to say that if alcohol prices are increased then it will hit the “pockets” of responsible drinkers.

It is understood the report will trigger the Government to scrutinise price promotions led by both the on-trade and off-trade, and clampdown on happy hours and two-for-the-price-of-one deals.

Consultants KPMG has already published its report looking at alcohol industry standards (MW July 22), which found poor practice in the way alcohol is promoted.

The Scottish Government, meanwhile, is expected to “water down” its controversial plans for a minimum pricing on alcohol and allow local licensing boards to impose minimum pricing in areas where binge drinking is a problem.

You should read this

Coca-Cola’s controversial television ads for its Oasis juice drink, featuring the “Cactus Kid” and his runaway pregnant girlfriend, have been banned by the advertising regulator for condoning underage sex and teenage pregnancy. The Advertising Standards Authority (ASA), which received 32 complaints against the two TV ads, has also censured the advertiser for promoting Oasis as […]

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.